The document outlines a media plan to promote the launch of a mobile banking service from First Citizens Bank. The plan aims to have 25% of customers using the service regularly within 6 months and 75% aware of it, while making 25% of non-customers aware. It targets professionals aged 25-35 earning $40k+. The $5.2 million plan uses magazines, internet, billboards, mail, in-branch ads, radio and sponsoring a college football bowl game to promote the new service across FCB's 19-state region.